Mary Kay announced the appointment of Tara Eustace as Chief Opportunity and Sales Officer.
A long-time Mary Kay executive, Eustace will lead the Global Opportunity and Sales organization, overseeing all Mary Kay regions, leading the team of region presidents and general managers in over 40 markets around the world.
Eustace’s newly formed organization will focus on transforming the Independent Beauty Consultant (IBC) experience, elevating them as personal beauty advisors for Mary Kay’s product portfolio, brand, and opportunity. With the core mission at the forefront, Eustace will be inviting the next generation to join the entrepreneurial journey. To achieve the vision, she and her team will digitally empower all generations of IBCs with every opportunity to connect their businesses with consumers through digital upskilling, innovative digital tools, and e-commerce solutions across integrated platforms and channels.
“Tara and her team are on a mission to ignite passion around the Mary Kay Opportunity, putting it at the forefront of everything we do,” said Ryan Rogers, Chief Executive Officer (CEO) of Mary Kay. “With her entrepreneurial and visionary mindset and a track record of breaking into new markets, Tara will be instrumental in shaping the future of the business for our Independent Beauty Consultants and their customers, leveraging technology and elevating our unparalleled experience to new heights in the beauty and direct-selling industries.”
Eustace has served in various leadership positions worldwide over the course of her more than thirty-year career. Her unwavering commitment to women’s entrepreneurship has contributed to reshaping the direct selling industry, touching the lives of millions of women, from personal growth to financial rewards and more. Eustace has led Mary Kay’s growth in Europe and beyond, spearheading the most recent Mary Kay expansions into Hungary in 2023 and Kyrgyzstan in 2024.
Eustace holds a Bachelor of Arts degree in Russian Studies and International Relations from the University of Virginia, United States. She serves on the European Direct Selling Association’s (Seldia) CEO Council Board.
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